A Framework for Developing Customer Satisfaction Evaluation System: An Empirical Illustration

Abstract

Customer satisfaction is one of the important goals of Total Quality Management (TQM). The outcome of a customer satisfaction activity has a decisive effect on an enterprise’s operational performance and its future development. For ordinary enterprises, their failure to establish a reasonable “Customer Satisfaction Evaluation System” that manages customers’ real voices and reflects the performance of a customer satisfaction activity has resulted in an unneccessary waste of their resources and a decline within their operational performance. This article will present a framework for an evaluation system for a customer satisfaction activity by elucidating the rationalization of the said framework through the analysis of a successful case model that demonstrates excellence in management. It will further illustrate the effectiveness of the “Evaluation System” operational process to elevate an enterprise’s willingness to develop a customer satisfaction activity and stimulate its progress toward success.